Production Company Details Plan for 'Reality' Spot

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CHICAGO (AdAge.com) -- A Hollywood production company that specializes in hidden camera "reality" shows has issued a press release saying it was retained by Deutsch, Los Angeles, to shoot hidden camera commercials for Burger King Corp.

In a release electronically circulated throughout the country earlier today, Half Day Video of Valencia, Calif., said it has been selected to make a test hidden camera spot for Burger King's "99-Cent BK Value Menu."

A departure
Such in-your-face hidden camera work would be a departure for Burger King, which has long relied on traditional, studio-produced TV advertisements.

"This is just a test," said a Burger King spokeswoman, who declined to comment further.

Calls to Half Day Video and Deutsch, part of Interpublic Group of Cos., were not returned by press time.

'Totally Hidden Video'
Half Day Video, a subsidiary of ValCom Inc., is known for its hidden camera productions for programs such as the WB Network's JKX: The Jamie Kennedy Experiment and Fox's Totally Hidden Video.

"Reality commercials mirror the trend in mainstream broadcast television toward unscripted action featuring non-professional 'actors' who are unaware they're being recorded," said Clay Harrison, president of Half Day Video, in the press release.

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